OVERVIEW:
This Nashville dental implant practice has a simple mission: to improve smiles and quality of life for patients in Middle Tennessee. The practice was active on social media and was already advertising on local broadcast TV stations.
The practice wanted to expand its marketing efforts with the goals of increasing awareness, prompting more potential patients to call and visit their website, and ultimately bringing in new patients. It specifically wanted to reach people in need of dental implants, as opposed to dentures or other options.
STRATEGY:
The Effectv team recommended a long-term, cross-screen TV campaign. The practice’s typical customer skewed slightly older and had a higher income, and Effectv used these traits as a basis for the target audience. With this insight, Effectv pinpointed the best networks for reaching this audience and then delivered ads across screens within the local geographic zone.
SUCCESS:
Over the first three months of the campaign, 50% of the target audience saw the dental practice’s commercial, with each household seeing it an average of 5.4 times. The commercial was seen an additional 118,000 times across over-the-top (OTT) and digital video, for a total of 751 hours of viewing. The practice also achieved huge gains in website traffic. It saw a 101% increase YOY in visits to the “Schedule an Appointment” page, as well as a 159% increase in visits to a specific page that the commercials mentioned for more information on dental implants.